In what seems a harsh judgement based on one single complaint, the Advertising Standards Authority has ruled that the FirstBus TV advert broadcast last year was misleading when it showed a vehicle displaying “We love low emissions”, with text stating "Our buses produce 4.97 per cent less carbon than conventional diesel buses". The solitary complainant – who clearly had greater knowledge of low-emission buses than most viewers of the advert – argued that it was misleading, because he understood that the Department for Transport considered a low carbon emission bus to be one that produced 30 per cent less carbon than conventional diesel buses.
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